Abstract:
The cosmetics industry is growing rapidly and the use of cosmetics becomes
popular among modern people currently along with the increase of self-awareness.
Especially lips cosmetics offers as a vehicle for women to transform their image into
what they want to present to the world. The development of science and technology
in beauty industry lead to a new cosmetics product creation in line with the high
competition. As beauty trends keep changing and customer wants and needs
become more complex, the cosmetics producer need to adopt and develop their
product in order to sustain and stay competitive. This study aims to specify the
dominant factors of foreign cosmetics purchase intention by adopting purchasing
intention which encompasses brand image, product packaging, celebrity
endorsement, perceived quality, and price fairness. The study was using purposive
sampling method and conducted by distributing the printed questionnaires to 70
female cosmetics users in North Cikarang, Indonesia. The Statistical Package for
Social Science (SPSS) is used to calculate the statistical analysis and this research
deployed factor analysis method which resulted in three dominant factors namely
availability of variance, public figure influence and uniqueness.
